UniSuper – the super fund dedicated to people working in Australian universities and higher education roles – is turning heads with its latest brand campaign via The Pure Agency, designed to highlight the fund’s impressive long-term performance, low fees and benefits to members.
It’s a timely reminder, as new government rules could mean increased competition across the super sector.
The campaign’s key message is that while UniSuper members have come a long way in life, so too has their super. Thanks to a creative execution that’s as intriguing as it is unexpected – especially for the super category – the proposition is brought to life through real members’ stories, featuring a vintage image of their younger selves alongside their older, more accomplished selves.
Take Stephen Bigger, who went from an afro-sporting session musician in 1983 to an esteemed Professor of Chemistry at Victoria University. Adding to the campaign’s charm is the fact that members provided their own photos from back in the day.
Darlene White, head of corporate marketing for UniSuper is thrilled about UniSuper’s new campaign launch: “Because UniSuper is for a broad range of people working in higher education, our members have some really inspiring stories to tell. Sharing their achievements to reflect the success of the fund is an authentic way to bring our unique offering to life.”
Says Kylie Suttor, creative director of The Pure Agency: “The members’ nostalgic old photos combined with aspirational shots from today portray a fresh, positive angle on super and ageing. Having real images showing members’ hair and fashion choices from their youth is an added bonus.”
Says Margot Cotter-Melton, managing partner, The Pure Agency: “This is a new approach to advertising for UniSuper and we’re excited to be part of that journey. The campaign evokes a sense of accomplishment and feelings of positivity towards the future. It’s also very different for the category, while still reinforcing the many benefits of being with UniSuper.”
The campaign launches nationally on the 5 August 2019. The rollout will include out-of-home placements on university campuses and in key transit locations, as well as online video and other content to bring members’ stories to life.
View more of the campaign here.
Darlene White – Head of Corporate Marketing
Melissa Ladner – Brand Manager
Anna-Maria Cooney – Marketing Consultant
The Pure Agency
Margot Cotter-Melton – Managing Partner
Michael Neary – Planning Director
Kylie Suttor – Creative Director
Margo McWilliam – Head of Copy
Sabrina Antoniou – Group Account Director
Limehouse – Production, image retouching, content edits
Jeremy Shaw – Photographer & Videographer